Commandment 6

Strategised: Informed, Anticipatory and Trusted
  • Ralph Tench
  • Dejan Verčič
  • Ansgar Zerfass
  • Ángeles Moreno
  • Piet Verhoeven


You hear the language of strategy in all walks of modern life: in sport, politics, travel, dieting, personal finance, economics and, of course, business. Everybody it seems wants to be strategic today. And, especially, inside contemporary organisations. Business, government, non-profit and non-governmental organisations alike, they all have strategies and nothing moves and no plans are made without one. We have strategies for the long term, for the short term and for every aspect of the organisation ranging from customer services, human resources and, of course, communication. In public relations and communication strategy has become the watchword as well.


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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Ralph Tench
    • 1
  • Dejan Verčič
    • 2
  • Ansgar Zerfass
    • 3
  • Ángeles Moreno
    • 4
  • Piet Verhoeven
    • 5
  1. 1.Leeds Beckett UniversityLeedsUnited Kingdom
  2. 2.University of LjubljanaLjubljanaSlovenia
  3. 3.University of LeipzigLeipzigGermany
  4. 4.Universidad Rey Juan CarlosMadridSpain
  5. 5.University of AmsterdamAmsterdamThe Netherlands

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